Exploring the key factors behind the longevity of a thai family restaurant: the case of sunitgolf fondue house

Abstract

This thematic paper explores the key factors contributing to the longevity of family-owned restaurants in Thailand, with a specific focus on Sunitgolf Fondue House. Utilizing the Balanced Scorecard (BSC) framework, the study examines four critical dimensions: financial performance, customer relationships, internal business processes, and learning and growth. Through qualitative research, including interviews with management, staff, and customers, the study identifies strengths and challenges unique to family-owned businesses. Findings reveal that Sunitgolf's longevity is attributed to factors such as land ownership, loyal customer relationships, and cost-effective operations. However, challenges such as succession planning, lack of formalized training, and limited innovation in menu development hinder its long-term growth. The paper concludes with actionable recommendations, including adopting structured financial planning, leveraging digital marketing strategies, modernizing operations, and fostering leadership development. These strategies aim to preserve Sunitgolf’s legacy while enhancing its sustainability in an evolving industry.